Cedato Introduces IntentView – The New Engagement-Driven Ad Format Based on User Intent

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Sonali brings 8 years of writing and editing experience to MTA. She aims to create, and curate content based on in-depth research, industry insights and the need to tell compelling brand stories that engage readers. In her career, she has worked on multiple content related projects around marketing, sales, social media, corporate communications, digital, events, internal communications, process documents, SEO, advertising etc. A post-grad in marketing communications, Sonali considers herself a learner – with a dream of writing a novel someday.

New York: Cedato, the leading player in the programmatic video ad space has announced the launch of IntentView – the unique and specifically built engagement-driven ad format. It appears as a picture-in-picture overlay in a video stream and its dynamic thumbnail provides a preview of the ad message. The thumbnail expands into a full-view video with sound only when a viewer activates the same. This way it is a win-win for customers as well as advertisers as it promotes ad impressions based on real-time user intent. An ignored thumbnail that goes without user’s attention automatically disappears after several seconds. In Cedato’s words, ‘customers have seen a 50% to 90% lift in completion rates using IntentView compared to standard video ads.’

Why Cedato came up with IntentView

Video ads differ from display in many ways – the creative files of video ads are comparatively heavier than display files - which means unlike display files that can be shown in any browser, videos need a player along with an OS, screen/player resolution, bandwidth, internet and so on. Likewise, transactions for video ads vary from display, wherein advertisers pay for an impression just after the video ad starts playing. This means, if by any chance a video ad fails to load, and the ad could not be sent over, the publisher won’t get paid. These kinds of lost impressions owing to technical glitches and ‘arbitrage plays’ make the publishers lose potential revenue.

Many times, in a standard header bidding scenario, 30% of ads on an average do not play back successfully, leading to loss of impressions. IntentView comes in as a solution to this problem. As Yair Miranda, COO, Cedato says, “IntentView provides better video engagement metrics because it is user initiated, and the net branding effect is far greater than instream. By giving users a choice, providing marketers with more genuine and accurate metrics and guaranteeing publishers additional revenue, IntentView succeeds in delivering better performance without compromising user experience.”

How does it work?

Cedato claims this about IntentView - ‘Our seamlessly integrated video stack helps to deliver a great viewing experience in a complex cross-platform and cross-device environment all through one tag. Built for mobile, desktop and Connected TV, the HTML5 Player performs at lightning-speed across all screens and devices. It simply loads and smoothly delivers a consistent experience even in complex mobile autoplay and click-to-play formats.’

According to Cedato, this video ad format makes sure that the activation of every impression is based on user’s true intention to view the ads – meaning more accurate and reliable engagement metrics and higher exposure even if the ad doesn’t get initiated by the viewer.

Cedato’s IntentView comes together with the company’s comprehensive and advanced video technology stack, which enables over 15 billion video impressions per month across web, mobile and connected TV. Cedato is known for combining video optimization with machine learning algorithms to predict the optimum demand source per impression.